Wait, who is supposed to write all this stuff??
If you are lucky:
A few people whose explicit job is to write it (content strategists, copywriters, email marketers, etc.)
… who have created and/or are following guidelines for how to write it
… and are in constant communication with designers, engineers, support, marketing, sales, etc.
… to ensure there is a consistent, cohesive narrative to the experience
But at a lot of places, it’s:
- Designers, kind of
- Someone from marketing, sometimes
- Whoever is the best speller on the team
- Whoever happened to bump the fidelity from lorem ipsum → real words
- Whoever realized copy was needed somewhere and put it there as they were making it (probably a deve
Good copy reduces ambiguity
- It’s specific
- It’s readable at all viewport widths
- It’s concise
- It’s contextual
- It’s consistent
- It labels objects clearly
- It speaks in plain language (no jargon)
- It employs examples when helpful
Good copy puts the audience first
- Considers the context and flow (use personas, user journeys, and user flows)
- Considers goal and motivations
- Offers actionable information
- Explains why, not just what
- Is translation-friendly